Telling the Scottish Story: How Monumont Studios Helped EPIC Activate William Hill’s Partnership with the SPFL
Neil Doncaster, CEO SPFL
When EPIC Global Solutions approached Monumont Studios, they weren’t just looking to produce content — they wanted to spark a national conversation.
As an organisation committed to preventing gambling-related harm through education, training, and awareness, EPIC’s goal with the William Hill x SPFL partnership was to go beyond sponsorship. They wanted to tell authentic, emotional stories that would resonate with players, managers, and fans across Scotland.
A Team Players Could Trust
At Monumont Studios, we know football — not just as fans, but as former players and people who’ve lived it from the inside. That background gave us a distinct edge in this project.
When it came time to approach current players and managers, we weren’t just showing up as a production crew — we were showing up as part of the football family. That familiarity helped us create a space where people felt safe sharing personal stories around gambling, pressure, and the realities of the game.
It’s not easy to open up in front of a camera. But with the right environment — and the right people behind the lens — it becomes possible.
Hibernian and Scotland star, Kieron Bowie.
Brian Rice: A Story That Landed
One of the most powerful moments of the campaign came through our sit-down interview with Livingston FC assistant manager Brian Rice.
Brian has spoken candidly in the past about his struggles with gambling. We wanted to create a setting where he could do that again — on his own terms. So we kept the format simple, stripped back, and respectful. No distractions. Just Brian and the story.
The result? A deeply human interview that connected far beyond the football world. The interview has now garnered over 2,000 views on YouTube, proving that when you pair honest storytelling with the right visual treatment, people respond.
Livingston assistant manager Brian Rice sits down with EPIC Global Solutions Marc Williams.
Crafting Impactful Visuals
While the subject matter demanded sensitivity, we still held our creative standard high. From thoughtful lighting setups to emotive close-ups and grounded cutaways, we ensured the visuals did justice to the gravity of each story.
We combined documentary-style realism with cinematic polish — balancing raw authenticity with production quality, and always keeping the focus on the people at the heart of the message.
Delivering with Purpose
We worked closely with EPIC to deliver a suite of content that included:
Long-form sit-down interviews with football figures
Short-form cuts tailored for social distribution
Cinematic visuals for campaign rollouts
Every piece was crafted to support the mission: educate, resonate, and reduce harm through lived experience.
Drone shot over the national stadium, Hampden Park.
A Campaign That Meant Something
For us at Monumont Studios, this wasn’t just a branded job — it was an opportunity to do work with real social value. We’re proud to have played a role in helping EPIC tell the Scottish story, and to contribute to a campaign that puts people before product.
If you're looking to tell meaningful stories in sport — not just sell to it — we're here for it.
Monumont Studios. Rooted in football. Driven by story.